ITV

Category: AD Agencies

  • Dentsu India unveils ‘Roaring Bengal’ report

    Dentsu India unveils ‘Roaring Bengal’ report

    MUMBAI: Dentsu India, in strategic partnership with The Bengal Chamber of Commerce & Industry (BCC&I), has launched the inaugural Roaring Bengal Report – a bold declaration positioning Bengal as the keystone of dentsu’s ambitious growth strategy for Bharat, beginning with the East.

    More than an insight report, Roaring Bengal represents a decisive shift in dentsu’s India roadmap, placing Bengal not at the periphery, but at the core of its multi-regional ambition. By unlocking the region’s powerful mix of culture, commerce, and creativity, the report signals dentsu’s commitment to building with Bengal, for Bengal, and from Bengal.

    Since 2017, Bengal has received investment proposals worth Rs. 13.55 lakh crore, underpinned by over 6,000 acres of ready industrial land and a progressive policy environment. The state is rapidly evolving into a national force across sectors such as green energy, smart infrastructure, fintech, artificial intelligence, and digital skilling – all contributing to a purpose-driven, innovation-led growth trajectory.

    With a projected Gross State Domestic Product (GSDP) of Rs. 18.74 lakh crore by 2025, Bengal is among India’s fastest-growing consumer economies. The Bengal Silicon Valley is further accelerating the state’s digital economy, attracting substantial investment in future-facing technologies such as AI, IoT, and fintech.

    Report link: https://www.dentsu.com/in/en/reports/asset_single_article___the_roaring_bengal_report

    Narayan Devanathan, president & chief strategy officer, South Asia, dentsu said, “Bengal is not just part of our Bharat strategy, nor are we merely dipping our toes into the East. We are making a bold, long-term commitment. With this report and our partnership with BCC&I, we are planting our flag in a region where legacy meets leap – a centre of gravity for what is next. The Roaring Bengal Report is not commentary; it is our call to co-create Bengal’s future.”

    Abheek Biswas, AVP, consumer insights, dentsu India added, “This is a moment of inflection. From AI clusters and clean energy investments to inclusive skilling, Bengal is building with precision and purpose. The Roaring Bengal Report does not just map this momentum. It aligns us to it, firmly and fearlessly.”

    BCC&I is a long-standing catalyst for industrial growth in the region, welcomed the report’s launch. “This collaboration couldn’t have come at a better time,” said Arnab Basu, president, BCC&I. “Bengal is rising with intent, and the Roaring Bengal Report is more than insight: it is a navigational tool. It invites businesses to anticipate Bengal’s future and act on it today. Dentsu’s global expertise, paired with sharp regional relevance, makes this alliance both timely and transformative. This collaboration arrives at exactly the right moment. Bengal is building at scale, and the Roaring Bengal Report is more than insight; it is a roadmap. It equips brands to look beyond today and anticipate Bengal’s future. Dentsu India brings global scale with razor-sharp local relevance – a potent combination to deepen impact across industry, government, and civil society. Now is the time to act, and this report lights the way”, he added.

    Harsha Razdan, CEO, South Asia, dentsu commented, “This is not just a report. It is a roadmap backed by resolve. We are here to build real impact with Bengal, and our approach is deeply action-oriented. We will embed Eastern insights into Dentsu Lab India to shape innovation strategies at scale. We will convene co-creation workshops in Kolkata and across the state, bringing together industry leaders, policymakers, and creators to solve real-world challenges. And we will double down on skilling and capability-building efforts to empower Bengal’s next generation to lead in technology, media, and innovation. These are not gestures or slogans. They are measurable, mission-driven commitments. With Bengal, we are not just imagining the future. We are committing to building it together.”
     

  • WPP slashes dividend in half as advertising giant struggles with client cuts

    WPP slashes dividend in half as advertising giant struggles with client cuts

    LONDON: WPP, the world’s biggest advertising agency, delivered a sobering performance in the first half of 2025, slashing its interim dividend by 50 per cent as profits tumbled and clients tightened their belts.
    The London-listed giant reported headline operating profit of £412m for the six months to June, down 36 per cent from £646m a year earlier. Revenue less pass-through costs—the industry’s preferred measure—fell 4.3 per cent on a like-for-like basis to £5.03bn.

    The company cut its interim dividend to 7.5p per share from 15p previously, with the board citing the need to give incoming chief executive Cindy Rose “room to review the group’s strategy and capital allocation policy”.
    Mark Read, who steps down as chief executive on 1 September after seven years at the helm, acknowledged the difficulties. “It has been a challenging first half given pressures on client spending and a slower new business environment,” he said.

    The results underscore the advertising industry’s struggles as companies slash marketing budgets amid economic uncertainty. WPP’s top 25 clients managed only flat growth, while key sectors including consumer goods and automotive weakened in the second quarter.

    WPP has made “significant progress” repositioning its media division, which replaced GroupM in May as part of chief executive Read’s drive to simplify the sprawling conglomerate. The unit, now called WPP Media, has undergone substantial restructuring to make it more client-focused.

    The company expects severance action taken in the second quarter alone to generate more than £150m of annual cost savings from 2026. Headcount has fallen 3.7 per cent since the start of the year to 104,000 people.
    Despite the gloom, WPP continues to invest heavily in artificial intelligence and data capabilities. Usage of WPP Open, its AI-powered marketing platform, has surged, with 85 per cent of client-facing staff now using it monthly, up from 60 per cent in March.

    The company also completed the acquisition of InfoSum, a data collaboration platform, and launched Open Intelligence, an AI tool designed to predict audience behaviour.

    Looking ahead, WPP expects like-for-like revenue less pass-through costs to decline between 3 per cent and 5 per cent for the full year. Headline operating profit margin is forecast to drop by 50 to 175 basis points.
    The company’s performance varied widely by region. North America, WPP’s largest market, saw revenue less pass-through costs fall 2.4 per cent, while China plunged 16.6 per cent amid persistent macroeconomic pressures.

    At the prestigious Cannes Lions festival in June, WPP was named creative company of the year, providing some cheer amid the financial turbulence. The group’s agencies secured 168 Lions, including a coveted Titanium Lion.

    Average adjusted net debt stood at £3.4bn at the end of June, giving a debt-to-EBITDA ratio of 1.98 times—outside the company’s target range of 1.5 to 1.75 times.

    Shares in WPP have struggled this year as investors fret about the advertising downturn and the company’s transformation efforts. The stock trades well below pre-pandemic levels, reflecting the challenges facing traditional advertising agencies in an increasingly digital world.

    Rose, who joins from Microsoft, faces the daunting task of restoring growth while maintaining WPP’s position as the industry leader. Her strategic review will be closely watched by investors hoping for a clearer path forward for the advertising behemoth.

  • TBWASri Lanka and Maliban bring humanity to the Till with ‘HumaniTill’

    TBWASri Lanka and Maliban bring humanity to the Till with ‘HumaniTill’

    MUMBAI – In a powerful demonstration of creativity with purpose, TBWASri Lanka has unveiled a unique public engagement initiative called HumaniTill, developed in collaboration with its client Maliban and in partnership with the Meththa Foundation. The project is designed to restore mobility, independence, and dignity to people with disabilities across Sri Lanka.

    Conceived by TBWASri Lanka, HumaniTill transforms the humble donation box into a symbol of empathy and hope. The installation takes the form of a life-sized human figure with a transparent prosthetic arm and leg – a striking reminder of the thousands who have lost limbs due to illness or accidents. More than just a creative execution, the initiative seeks to inspire action by connecting the act of giving with the tangible outcome of restoring someone’s ability to walk again.

    “At TBWA, we always ask how creativity can fuel social impact. HumaniTill is not just a campaign; it’s a movement that embodies disruption with meaning,” said Renuka Marshall, managing director at TBWASri Lanka. “We are proud to collaborate with Maliban and Meththa Foundation on this purpose-driven journey.”

    Launched during the sacred Poson Poya season in Anuradhapura – one of the most significant periods of religious observance in Sri Lanka – HumaniTill was placed at the holy sites of Jaya Sri Maha Bodhi and Ruwanwelisaya. With thousands of devotees in attendance, the campaign bridged spiritual generosity with life-changing outcomes.

    To date, the initiative has collected enough money to fund the donation of three below-knee prosthetic limbs, with a fourth limb – leg or arm, depending on the waiting list – set to be provided in the coming weeks. Each prosthetic limb costs a minimum of Rs. 60,000 (approx. USD 200), with the basic, up-to-standard below-knee limb being the primary focus, ensuring maximum impact for every rupee raised.

    “This was a moment where brand, culture, and compassion converged,” added Soruban Sivapatham, chief creative officer at TBWASri Lanka. “It’s rare to be part of an idea that’s so visually moving and deeply human. HumaniTill is a reminder that small acts can lead to profound change.”

    As part of an ongoing program, HumaniTill will continue to be deployed across the country, inviting the public to participate in acts of giving that directly transform lives. The initiative is set to expand to 12 of the most prominent Buddhist temples in Sri Lanka, with two locations already completed. These events will coincide with the Poya holiday each month, harnessing moments of collective spirituality for meaningful action. Discussions are also underway to bring HumaniTill installations to prominent public spaces – such as malls and other high-traffic venues – further widening its reach and impact.

     

  • McDonald’s India and Sanjeev Kapoor reunite to showcase new Protein Plus Range

    McDonald’s India and Sanjeev Kapoor reunite to showcase new Protein Plus Range

    MUMBAI: McDonald’s India (West & South) has announced the return of culinary icon Sanjeev Kapoor for a new brand film highlighting its newly launched innovative and first-of-its kind ‘Protein Plus Slice’. This marks the continuation of the successful partnership that began with the Multi-Millet Bun launch last year. 

    This entertaining brand film, conceptualised by DDB Mudra captures a memorable encounter at McDonald’s where Kapoor, stationed behind the counter, meets a young fitness enthusiast and his spirited little brother. When the older brother orders his usual favourites, Chef Kapoor introduces them to the revolutionary Protein Plus slice with his characteristic charm. What unfolds is a humorous competition between the brothers, when the elder one requests two slices, his younger brother immediately ups the ante by asking for three slices. The film perfectly illustrates how customers of all ages can personalize their protein intake while enjoying McDonald’s favourites. 

    The film emphasizes on the 100% vegetarian plant-based ‘Protein Plus Slice’ co-developed by CSIR – Central Food Technological Research Institute (CSIR-CFTRI). Chef Kapoor talks about this slice, which offers 5g of protein per slice, allowing customers to add 5g, 10g, or more protein to their burgers without compromising on taste. 

    Westlife Foodworld CEO Akshay Jatia said, “At McDonald’s India, we have always believed in giving our customers more choice, and this time, we are giving them the power to personalize their protein intake. The Protein Plus Range allows them to enjoy their favourite McDonald’s burgers without compromising on their protein needs or the taste. It also reflects our ongoing commitment to our ‘Real Food, Real Good’ philosophy, bringing together flavour, nutrition, and food science. Together, we remain committed to crafting menu items that are both wholesome and delicious, combining locally available ingredients in a way where great taste and nutrition go hand in hand.” 

    Kapoor said, “It feels great to continue my association with a brand like McDonald’s that constantly innovates its menu, suiting the tastes and preferences of varied customers. Their entry into the protein enhancement initiative is commendable, and I like the fact that their Protein Plus range perfectly balances taste with nutrition. I believe this range is a true innovation in personalized nutrition.” 

    DDB Mudra Group chief creative officer & executive director Rahul Mathew  said, “McDonald’s is for everyone. It’s a belief that the brand is built on. And it’s this belief that we’ve extended to extra-protein seekers with the new Protein Plus Slices. So, whether you’re just making up for your nutritional needs or following a workout regimen, McDonald’s is for you as well.” 

    The Protein Plus Range launch marks McDonald’s India’s second strategic collaboration with the CFTRI, following the successful introduction of Multi-Millet Buns. The campaign on the Multi-Millet Bun had also featured Chef Sanjeev Kapoor. 

    The film closes with Kapoor saying, ‘That’s My McDonald’s’, underscoring the brand’s commitment to blending great-tasting burgers with more nutritional goodness. Customers can now savour their favourite burgers in a nutritional avatar with extra protein at their nearest McDonald’s restaurants in West and South India, on-the-go via Drive-Thru and also can order through the McDelivery App and Swiggy.

  • Publicis Groupe smashes expectations with blistering 5.9 per cent organic growth

    Publicis Groupe smashes expectations with blistering 5.9 per cent organic growth

    PARIS: Publicis Groupe delivered a scorching second quarter that left competitors in the dust, posting 5.9 per cent organic growth that significantly outpaced expectations and cemented its position as the industry’s standout performer.

    The French advertising behemoth’s net revenue hit €3.6bn in Q2, up 4.6 per cent on a reported basis, whilst organic growth accelerated to 5.9 per cent – well ahead of the company’s five-year compound annual growth rate of 4.9 per cent for the quarter.

    Chairman & chief executive Arthur Sadoun didn’t mince words about the performance: “In a tough macroeconomic environment, Publicis had a very strong Q2 ahead of expectations,” he said, highlighting an “outperformance versus competition once again, of 800 basis points.”

    The stellar quarter was underpinned by what Sadoun called an “unprecedented new business run” of over a dozen material wins in the first six months of 2025, prompting the company to raise its full-year organic growth guidance to close to five per cent, up from the previous four to five  per cent range.

    Every major region delivered solid growth in Q2, with north America posting 5.8 per cent organic growth (5.3 per cent in the US), Europe climbing 4.6 per cent, and Asia Pacific surging 5.7 per cent. Latin America was the standout with a blistering 19.8 per cent organic growth.

    The company’s integrated model proved its worth in North America, where connected media and intelligent creativity drove “very solid growth,” whilst technology posted slight positive organic growth despite delayed capex spending across the IT consulting industry.

    Perhaps most impressively, Publicis managed to expand its operating margin to a record 17.4 per cent in the first half whilst sustaining significant investments in artificial intelligence, talent acquisition, and new business development.

    First-half net revenue reached €7.2bn, up 6.9 per cent, with organic growth of 5.4 per cent. Headline diluted earnings per share rose 3.8 per cent to €3.51, whilst free cash flow before working capital changes jumped 11.3 per cent to €828m.

    The company has been on a targeted acquisition tear, snapping up seven companies in the first half including Lotame’s identity solutions, Captiv8’s influencer technology platform, and Australia’s Atomic 212º media agency. These deals are designed to bolster Publicis’s AI-led capabilities and strengthen its “category of one” positioning.

    Despite ongoing global economic uncertainty, Publicis maintained its industry-high financial targets for 2025, expecting operating margins slightly above 18 per cent and free cash flow of around €1.9bn.

    “We are uniquely positioned to continue to win market share by bringing clients the immediate business solutions they need to grow in an uncertain global context,” Sadoun declared, signalling the company’s confidence in its ability to outmaneuver rivals in a disrupted industry.

    The results underscore Publicis’s transformation from traditional advertising agency to an integrated marketing technology powerhouse, with its data-driven approach and AI capabilities proving increasingly attractive to clients navigating digital disruption.

    With 108,000 professionals across over 100 countries, Publicis appears well-positioned to maintain its momentum through the remainder of 2025, despite anticipated client spending reductions in the second half.

  • India’s Ad market to add nearly Rs.10,000 crore in 2025 surge: Magna report

    India’s Ad market to add nearly Rs.10,000 crore in 2025 surge: Magna report

    MUMBAI: India’s advertising industry is on track for another year of robust expansion, with new projections from Magna forecasting total ad spend to reach Rs1.37 lakh crore in 2025—a healthy 7.8 percent jump over last year. The near-Rs 10,000 crore increase keeps India among the world’s fastest-growing major ad markets, despite global economic headwinds.

    Digital platforms are driving the surge. Magna’s report estimates digital will account for more than 44 percent of all ad spends in 2025, fuelled by rapid growth in video, social, and e-commerce advertising. While TV will retain a major share of budgets, its growth is expected to be steadier as Indian audiences increasingly split their time across screens.

    Several factors are credited with powering the upward trend: brands are doubling down on digital campaigns, key state elections and a rebound in consumer sentiment are boosting traditional and online ad activity, and high-growth sectors like FMCG, e-commerce, fintech, and automotive are leading the way in campaign spending. This momentum is helping offset continued sluggishness in categories such as real estate and durables.

    Industry leaders highlight that India’s unique demographics, rapid smartphone adoption, and expanding high-speed internet access are the underlying forces reshaping the ad landscape. For marketers, the direction is clear: digital is the growth engine, but television and outdoor continue to deliver reach at a scale few other media can match.

    The upbeat outlook for 2025 follows a strong recovery in 2024, as ad spending rebounded from pandemic-era disruptions. With the market now set to break fresh records, India’s advertising ecosystem is poised for another year of innovation—redefining how brands connect with consumers nationwide.  

  • NeoNiche cooks up a fresh chapter with Butterfly Appliances’ brand reboot

    NeoNiche cooks up a fresh chapter with Butterfly Appliances’ brand reboot

    MUMBAI: NeoNiche Events has whipped up yet another brand spectacle, this time teaming up with Butterfly Appliances to script a high-voltage brand refresh and product launch. And it wasn’t just about setting the stage — it was about reimagining the brand from the ground up.

    From big-picture planning to pixel-perfect execution, NeoNiche took the reins across strategy, storytelling, design, and delivery.

    “Partnering with Butterfly was a meaningful collaboration in a sector where brand trust, design sensibility, and everyday relevance matter deeply. This logo launch wasn’t just about unveiling a new identity; it was about shaping a new chapter — for Butterfly and for NeoNiche — as we bring experiential storytelling into homes and lifestyles.” NeoNiche Integrated Solutions founder & CEO, Prateek Kumar.

    The launch wasn’t just a corporate event. It was a sensorial brand experience, crafted to mirror Butterfly’s transformation from trusted cookware to smart, stylish, and future-ready home appliances.

    With this activation, NeoNiche reinforced its rep as an agency that doesn’t just bring the brief to life — it elevates it.
     

  • Maddys 2025 goes global, gets glossier

    Maddys 2025 goes global, gets glossier

    MUMBAI: The Advertising Club Madras is bringing the heat with the 43rd edition of Maddys, giving India’s longest-running advertising awards a slick new sheen – and a global passport. This year’s rebooted avatar doesn’t just honour great work, it redefines the very format with new categories, a heavyweight jury, a transparent scoring system, and an international welcome mat.

    Themed ‘AI vs AI – Awesome Ideas vs Awesome Ideas’, Maddys 2025 goes all in on the creative wars in a tech-saturated world – and the stakes are high.

    For starters, it’s going international. The awards will now invite entries from across borders, aligning themselves with global benchmarks. With 155 categories across six streams – Creative, Digital, Media, Design & Print Craft, Film & Audio Craft, and Regional Pride (Tamil) – this isn’t just a celebration, it’s a campaign for creative excellence.

    The 2025 edition also introduces Grand Prix honours, a one-day celebration that starts with breakfast and ends with a cocktail, and a robust, two-tiered judging system scored on Strategy & Insights, Originality & Creativity, and Execution & Impact – minus the fluff of performance metrics.

    The dream jury team includes:

    . Karthi Marshan, former Kotak CMO, and Senthil Kumar of VML India co-chairing Creative MADDYS

    .  Ajay Gupte of Wavemaker chairing Media

    .  Dr. Apurva Chamaria of Google helming Digital

    .  Filmmaking duo Gayatri & Pushkar chairing Film & Audio Craft

    .   Santosh Padhi of Into Creative on Design & Print Craft duty

    .   Chocka of OPN taking charge of Regional Pride Maddys

    Process czar Gokul Krishnamoorthy returns as honorary jury convenor and process auditor, ensuring the judging stays squeaky clean and crystal clear.

    Aside from bragging rights, agencies and clients can win titles across streams. Grand Prix winners bag 30 points, with Gold (15), Silver (7), Bronze (3), and Shortlists (1) rounding out the leaderboard — all contributing to the prestigious “Agency of the Year” and “Client of the Year” crowns across categories.

    From art directors to Tamil-language storytellers, from global digital campaigns to handcrafted print ideas — Maddys 2025 isn’t just turning up the volume, it’s tuning into the future. Ready, set, pitch.
     

  • Dentsu reveals it tipped off CCI in ad cartel investigation

    Dentsu reveals it tipped off CCI in ad cartel investigation

    MUMBAI: Who blew the whistle on Indian advertising’s best-kept secret? Turns out, it was the house of Dentsu. Three months after the Competition Commission of India (CCI) swooped down on the country’s top ad agencies over alleged rate-fixing, Japanese media conglomerate Dentsu has confirmed it was the one to pull the plug—filing a suo motu disclosure under CCI’s leniency framework in February 2024. The move, Dentsu claims, wasn’t about crisis control, but about triggering “reform from within.”

    In March, CCI teams raided nearly 10 locations, targeting big-league players including GroupM, Publicis, Havas, IPG, and Madison, along with industry associations like AAAI, ISA, and IBDF. The focus? Alleged cartelisation through fixing ad rates, discounts, and possibly stifling competition, an apparent violation of Section 3(3) of the Competition Act, 2002.

    While the industry speculated, Dentsu in a statement to Storyboard18 said, “We had a choice to remain passive or drive change… This was a decision to support reform from within.”

    Dentsu also claimed to have already implemented stricter audits, tighter controls, and sharper governance. “Change can’t be effected by walking away,” it added, calling this a turning point for the entire sector.

    CCI’s leniency programme, a powerful tool in its arsenal, incentivises cartel members to come forward in exchange for reduced penalties. Think immunity for honesty, if you snitch first. This has been critical in cracking covert coordination, especially in complex industries like media buying where cartels may not leave an obvious paper trail.

    Legal experts say proving cartelisation under Section 3(3) isn’t just about similar pricing, it requires evidence of intent. That can come from emails, meeting notes, or even circumstantial cues like identical bid patterns or synchronised rate shifts via industry associations.

    What’s next? If the CCI finds strong evidence, the repercussions could be seismic: hefty penalties, shattered reputations, and a fundamental reordering of media-buying norms. Already, industry stakeholders are watching this case as a litmus test for regulatory muscle in India’s high-stakes ad market.

    As one industry veteran put it off the record: “This isn’t just an investigation, it’s a wake-up call.”

    In an industry where everyone knows everyone, Dentsu’s move may have ruptured long-standing silences. Whether it ends in punishment or reform, one thing is certain: Indian advertising’s old ways just met a very public reckoning.

     

  • Animeta helps Bassi scrub up a Bronze Lion for Garnier with viral facewash showdown

    Animeta helps Bassi scrub up a Bronze Lion for Garnier with viral facewash showdown

    MUMBAI: A facewash, a punchline, and 400 million views later, influencer marketing got its Cannes moment. Animeta Brandstar, the influencer engine behind some of India’s most viral campaigns, struck gold—or rather, Bronze—with its collaboration on the ‘Bassi vs Garnier Men Facewash’ campaign. The effort earned a Bronze Lion at the 2025 Cannes Lions International Festival of Creativity.

    The spark? Comedian Anubhav Singh Bassi casually dropped a satirical clip online poking fun at men’s skincare. What followed was a masterclass in agile brand storytelling. Garnier, alongside its agency Publicis Groupe, saw an opening and ran with it. Animeta swooped in to power the influencer machine—fast.

    Animeta’s key move was getting Bassi on board with remarkable speed to ride the viral wave. The campaign went further when fellow comedian and Bassi’s close friend Harsh Gujral entered the frame, adding layers of relatability and momentum.

    The campaign crescendoed with Bassi trying a men’s facewash on camera for the first time—a moment of comic catharsis for his fans. Animeta handled the nuts and bolts: from coordinating the DVC shoot and syncing influencer content, to managing creator interactions with Garnier brand ambassador John Abraham.

    The result? More than 400 million views tracked across Bassi’s Instagram and Youtube channels, all measured via Animeta Brandstar’s analytics platform. It was moment marketing done right—spontaneous, sharp, and scalable.

    “We are incredibly proud to have been a part of this groundbreaking campaign that resonated so deeply with audiences and garnered international recognition at Cannes”, said Branded Content and Creator Strategy SVP Vishu Ray. “This win underscores the power of authentic influencer collaboration and agile moment marketing in creating truly memorable and effective advertising”.

    For Animeta, the campaign wasn’t just a win for Garnier—it cemented the company’s place in the global conversation on what modern advertising should look like: quick on the uptake, creator-led, and built for scroll-stopping impact.